The company that reaches and engages these missed consumers, and gets their products on more shelves, will capture disproportionate growth. To succeed, CPG companies will need to rebuild their value chains based on Asian characteristics and pursue the power of digital.

KEY FINDINGS

From mass marketing to digital. The money saved on television ad buys can be redirected to innovative digital marketing tactics such as social media marketing, gamification and augmented reality that engage consumers digitally.

Getting into mom and pops. While e-commerce is growing fast, most new consumer spending in Asia’s emerging markets is still with mom-and-pop outlets. To capture enough scale for sustainable growth from new consumers, a two to fivefold increase in coverage of these small stores is needed.

Last mile distribution ecosystem. CPG companies need to build ecosystems that reflect the unique qualities of the existing distribution systems in the country, and the area, that they are entering.

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